Family and peer communication and wine consumption among young adults: examining the role of responsible drinking practices

Abstract

PurposeThis study aims to examine within-family and peer communication (type and frequency) and subsequent wine consumption of young adults. Specifically, this research investigates whether the distinct types of technical, prohibition and moderation-based communication affect wine knowledge, responsible drinking practices, and ultimately, wine consumption.Design/methodology/approachThe authors adopted an econometric approach based on a cross-sectional study with data collected from a large sample of 1,466 students in France.FindingsThe authors show that wine technical-based messages from parents help young adults acquire knowledge about wine, which in turn increases consumption. Also, moderation-based messages make young adults both, more knowledgeable about wine and, as expected, more responsible in terms of drinking practices, subsequently limiting their consumption. Finally, prohibition-based messages marginally decrease wine knowledge and have no impact on responsible drinking practices.Social implicationsThis article provides relevant recommendations for public policymakers and brands, who should target parents and peers as part of their responsible drinking communication or advertising campaigns.Originality/valueTo fill a gap in the literature on young consumer behavior and food marketing, this research primarily investigates the relationship between family (and peer) communication and young adults' wine consumption, particularly whether and how, which type(s) of parental communication influences young adults' wine knowledge and adoption of responsible drinking practices.

How do wineries price their wine experiences?

“…An interesting question is how wineries deal with climate change issues and sustainable practices by either developing or limiting their wine tourism activities. Such data could also be used to describe how wineries are responding to the steady decline in wine consumption in some key markets, such as France, which is facing a younger generation that is less wine educated and less interested in wine (see Jaud and Lorey, 2023). An alternative solution to document the relationship between the two prices would be to conduct an online experiment to assess consumers' willingness to pay for a reference winery visit according to different wine prices.…”

Attributes influencing responsible tourism consumer choices: Sustainable local food and drink, health-related services, and entertainment

“…Scholars have recently also shown interest in responsible consumption from a food and drink perspective (Haque et al, 2021;Jaud et al, 2022;Quoquab et al, 2019;Rasool et al, 2021). Both products are considered social artifacts with an added value that legitimizes their social and cultural status (Ford et al, 2022;Kassai et al, 2016;Lunardo et al, 2021;Wang & Spence, 2018).…”